Waterloo Station Transformed into JURASSIC WORLD
Universal Pictures has deployed a world-first Out-of-Home campaign with JCDecaux, the UK’s leading Outdoor advertising company, transforming London Waterloo into the JURASSIC WORLD theme park in the lead-up to the movie’s release.
The one-of-a-kind campaign is dominating every Outdoor advertising location in the key commuter hub and includes a range of premium media firsts. Jurassic World, the long-awaited next installment of Steven Spielberg’s groundbreaking Jurassic Park series from Universal Pictures and Amblin Entertainment will be released this Friday.
Waterloo commuters in the peak-hour tunnel ‘immersion zone’ will be the first to experience ambient sounds (a media first) in combination with immersive visuals as they walk through scenes, such as: raptors in a jungle, a creek with a canoe and a prehistoric underwater show.
In a global media first, the campaign will bring audio to Digital Out-of-Home screens with Beakle – JCDecaux and Bartle Bogle Hegarty’s new audio synchronisation product. The public can connect to the sound content with their smartphones via a URL Beakle landing page, which will be displayed on the digital screens. Commuters waiting for their trains will have the opportunity to watch and listen to the Jurassic World featurettes being displayed on Transvision screens, located by the departure boards. This technology will also be used to deliver the audio guide for the dinosaur museum gallery located on the mezzanine level.
Utilising the experiential spaces on the concourse, identical, life-size 3D models of the movie’s raptors: Blue, Delta, Echo and Charlie, will form an impressive centrepiece that will project sounds. As part of a teaser campaign, an unbranded, giant, metal crate was deployed on the station concourse the weekend leading to the launch, which engaged audiences with ominous noises. The raptors appear to have broken out of this crate in the sequence they are currently positioned in. In a separate experiential element, a retail unit on the concourse will also invite commuters to buy associated merchandise and Jurassic World Odeon tickets.
In another media first, vinyl wraps frame Motion@Waterloo – the UK’s largest indoor advertising screen – making the high-impact space stretch to a spectacular 53.5m x 3.5m. The giant screen will display Jurassic World trailer footage and a dynamic Twitter feed that will deploy tweets that include the hashtag #JurassicWaterloo.
Announcements also welcome commuters arriving by train to JURASSIC WORLD Waterloo, whilst banners and floor media will immerse the station in Jurassic World branding.
Karen Charalambous, Universal Pictures’ UK Marketing Director, told us “We wanted to deliver a truly unique outdoor campaign that would bring Jurassic World to life for everyone, creating excitement whilst driving anticipation and ticket sales for the film’s release on June 11. Working in partnership with JCDecaux enabled us to capitalise on the multitude of innovative and state-of-the-art digital outdoor advertising platforms allowing us to have continual OOH presence with Jurassic World during our campaign as well as providing the nation’s busiest rail station with a truly immersive and one-of-a-kind experience that could be enjoyed by all.”
Stacey Knight, Director of Futures and Content at JCDecaux, said: “Jurassic World is creatively utilising every asset in the station to deliver the UK’s most unique and memorable Outdoor advertising campaign to date. It is a true showcase of the spectacular power of Out-of-Home and the global media firsts add that element of surprise, making the campaign extra special. Incorporating Beakle into the mix too provides a powerful new dimension that will deliver a level of engagement never before offered in the Out-of-Home environment. We are delighted to be working in partnership with Universal to bring this campaign to life – transforming the UK’s busiest commuter hub into JURASSIC WORLD Waterloo.”
The campaign is so extensive that ambassadors dressed as park rangers will be handing out detailed maps of Waterloo, so commuters can experience JURASSIC WORLD at Waterloo to the fullest.
The campaign was planned and booked by MediaCom and Kinetic.
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